Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing
-
Upload
g3-communications -
Category
Marketing
-
view
138 -
download
2
Transcript of Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing
![Page 1: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/1.jpg)
Your Customers Don’t Care About You
2015 Lenovo Internal. All rights reserved.
Lenovo’s Intent Driven Digital Marketing
Michael Ballard
@mballard5574
![Page 2: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/2.jpg)
2
Marketing is an Interrupter
5,000 marketing messages per day
5.3 trillion ads served per year
@mballard5574
![Page 3: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/3.jpg)
3
More email: 85 emails each dayPoor conversion: 1.5% CTR considered ‘good’
@mballard5574
![Page 4: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/4.jpg)
4
Selfie-takers tend to overestimate their attractiveness, study finds
@mballard5574
![Page 5: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/5.jpg)
52015 Lenovo Internal. All rights reserved.
And they don’t like us…
FEATURES
Bragging
BENEFITS
Promising
@mballard5574
![Page 6: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/6.jpg)
62015 Lenovo Internal. All rights reserved.
They call it…
ANNOYING
@mballard5574
![Page 7: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/7.jpg)
72015 Lenovo Internal. All rights reserved.
People are escaping
60M+ pay for ad free networks
40B+ hours watched on Netflix
@mballard5574
![Page 8: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/8.jpg)
82015 Lenovo Internal. All rights reserved.
Modern Marketing @mballard5574
![Page 9: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/9.jpg)
2015 Lenovo Internal. All rights reserved. 9
Why are we going all in?
@mballard5574
![Page 10: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/10.jpg)
2015 Lenovo Internal. All rights reserved. 10
BACON
@mballard5574
![Page 11: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/11.jpg)
11
Top 15 Discover Stage Vehicles @mballard5574
Source: Forrester Business Technographics Global Priorities & Journey Survey, 2016 (Base: 458 BDMs, 306 TDMs in NA Enterprises)
Vehicle Digital Insight?Tech Analysis YESPeersConferenceVendor Website YESIn-Person SalesTech Info Web YESIT Forums YES
Vehicle Digital Insight?Vendor EventsPhone SalesWhite Paper YESAssociation YESSearch YESPublications YESRetailer
![Page 12: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/12.jpg)
12
How is Intent Data Collected?
Surge Data
1.4M Companies
2,800 B2B Topics
1B B2B Devices
![Page 13: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/13.jpg)
13
Predictive Information
By Product Category
Account
Contact / Lead
BUYING STAGE
IN-MARKET SCORE
BUYER PROFILE
FIT
@mballard5574
![Page 14: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/14.jpg)
142015 Lenovo Internal. All rights reserved.
Topic Surge
+ + =Predictive
ScoreLead Score
@mballard5574
![Page 15: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/15.jpg)
152015 Lenovo Internal. All rights reserved.
Expand Your World
• 115 B2B Data Sources
• 3000+ Publications
• 500 Unique Data Points– Intent– Technology Installs– Social Profiling– Etc.
@mballard5574
![Page 16: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/16.jpg)
16
Intent Driven Automation
SALES
CREATE LEAD
LDT OUTREACH
OPPORTUNITY CREATED
LAUNCH CAMPAIGN
PREDICTIVE MODELING
EMAIL TOUCH (FOR UNKNOWN CONTACTS)
DATA TYPES
DATA COOP (FOR UNKNOWN CONTACTS)
MARKETING DATA WAREHOUSE
INTENT TOPIC LIST
Device-Based Cookie-Based+++Account Intelligence
+Content Research
Search Publisher Social 1st Party
1:1 Email 1:1 Sponsored Update 1:1 Social 1:1 Online Ads
UnknownKnown
@mballard5574
![Page 17: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/17.jpg)
172015 Lenovo Internal. All rights reserved.
Intent Program Pilot
Results To Date
+20% Leads from website
+10% Increased web traffic
2x Customer visibility
28% MQL Conversion
32x ROI (closed won!!!!)
10 topics 3 campaigns
@mballard5574
![Page 18: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/18.jpg)
182015 Lenovo Internal. All rights reserved.
Getting Started
• Systems Prep
• Intent Provider
• Learn your markets pain points
• Build content
• Test, test, test
@mballard5574
![Page 19: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/19.jpg)
@mballard5574
![Page 20: Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing](https://reader036.fdocuments.net/reader036/viewer/2022070517/58cead9b1a28abb2218b46c5/html5/thumbnails/20.jpg)
#B2BMX